Web TV Enterprise, the UK’s largest premium advertising video network, has appointed LiveRail as its new ad serving partner. This will enable Web TV Enterprise to offer its advertisers advanced targeting across its network and a range of new video ad formats.

“This solution will enable us to enhance our current offering with greater targeting capability across multiple publishers, audiences and against premium content,” said Jamie Estrin, managing director of Web TV Enterprise. “The partnership with LiveRail will also allow us to become VAST and VPAID compatible, enabling publishers to host new video ad formats.”

VAST (Video Ad Serving Template) and VPAID (Video Player-Ad Interface Definition) are a set of technical standards governed by the IAB to allow a cohesive online advertising industry. “The demand for video is growing at an exponential rate,” said Mark Trefgarne, CEO of LiveRail. “We’re confident that the partnership of the UK’s largest video network with the industry’s leading video ad technology will provide an unbeatable opportunity for both video publishers and advertisers.”